By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery.
In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why.
Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
'Essential reading for all practitioners and everyone interested in how advertising works .' - John Zeigler, DDB Worldwide.
'Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads.' - Ignacio Oreamuno, President, ihaveanidea.org
'. reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management
'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University
'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.' - Jim Spaeth, Former President, Advertising Research Foundation
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Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and USA. An expert in the psychology of communication, his monthly column is posted on the web at www.sutherlandsurvey.com. He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University. The highly successful company he co-founded specialized in tracking the effects of advertising communication for many of the leading global advertisers including Gillette, Merck, Kodak, McDonalds, Miller, Qantas, Nestle and Pfizer. He has published numerous papers in American, European and Australasian journals and serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising.
Figures and tables, Acknowledgments, About the author, PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG, Introduction, 1: Infuencing people: myths and mechanisms, 2: Image and reality: seeing things in different ways, 3: Subliminal advertising: the biggest myth of all, 4: Conformity: the popular thing to do, 5: The advertising message: oblique and indirect, 6: 'Under the radar': paid product placement, 7: Silent symbols and badges of identity, 8: Vicarious experience and virtual reality, 9: Messages, reminders and rewards: how ads speak to us, 10: What's this I'm watching? The elements that make up an ad, 11: 'Behavioural targeting': consumers in the crosshairs, 12: The limits of advertising, PART B: WHAT WORKS, WHAT DOESN'T, AND WHY, Introduction, 13: Continuous tracking: are you being followed?, 14: New product launches: don't pull the plug too early, 15: Planning campaign strategy around consumers' mental filing cabinets, 16: What happens when you stop advertising?, 17: The effectiveness of funny ads: what a laugh!, 18: Learning to use shorter-length TV commercials, 19: Seasonal advertising, 20: Underweight advertising: execution anorexia, 21: Why radio ads aren't recalled, 22: Maximizing ad effectiveness: develop a unique and consistent style, 23: Sequels, 24: Corporate tracking of image and issues, 25: The web: advertising in a new age, 26: 'Mental reach': they see your ad but does it get through?, 27: Measurement of advertising effects in memory, 28: The buy-ology of mind, 29: Conclusion, Appendix: How to prompt ad awareness, Notes, Index
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